1. Welcome Series

Trigger: New subscriber (email or SMS opt-in)

Goal: Convert first-time subscribers into first-time buyers

This is your highest-volume flow and often the highest-converting. A good welcome series does three things:

- Delivers the sign-up incentive (discount code, free shipping, etc.)

- Introduces the brand story and USP

- Pushes toward the first purchase with a clear CTA

Structure: 3-5 emails over 5-7 days. First email sends immediately with the incentive. Follow-ups build trust and urgency.

Benchmark: 30-50% open rate, 3-8% placed order rate.

2. Abandoned Cart

Trigger: Added to cart but didn't complete purchase

Goal: Recover lost revenue from high-intent shoppers

This is the easiest revenue recovery flow in e-commerce. These people wanted to buy. Something stopped them.

Structure: 2-3 emails. First at 1 hour (reminder), second at 24 hours (social proof or urgency), third at 48-72 hours (incentive if margins allow).

Don't lead with a discount. Most cart abandoners just got distracted. A simple reminder email recovers the majority without cutting into margin.

Benchmark: 5-15% recovery rate depending on category and AOV.

3. Browse Abandonment

Trigger: Viewed a product page but didn't add to cart

Goal: Re-engage warm browsers and move them closer to purchase

This flow catches people earlier in the funnel than cart abandonment. They showed interest but didn't commit.

Structure: 2 emails. First at 2-4 hours featuring the product they viewed. Second at 24 hours with related products or social proof.

Keep it subtle. These people are interested but not ready. A product reminder with reviews or best-seller context works better than a hard sell.

Benchmark: 1-3% placed order rate.

4. Post-Purchase

Trigger: Order confirmed

Goal: Build loyalty, reduce buyer's remorse and set up the next purchase

The post-purchase flow is where you turn a transaction into a relationship. Most stores send a confirmation email and then nothing until the next promotional blast. That's a missed opportunity.

Structure: 4-6 emails over 2-4 weeks.

- Order confirmation + what to expect

- Shipping/tracking update

- Product care or usage tips

- Review request (integrate with Okendo)

- Cross-sell or complementary product recommendation

- Replenishment reminder (if applicable)

Benchmark: 50%+ open rate, strong review submission rate.

5. Winback

Trigger: No purchase in 60-90 days (adjust based on your purchase cycle)

Goal: Re-engage lapsed customers before they're gone

Acquiring a new customer costs 5-7x more than retaining an existing one. The winback flow targets customers who've gone quiet.

Structure: 3-4 emails over 2-3 weeks.

- "We miss you" with a reminder of what they loved

- New products or best sellers since their last purchase

- Incentive offer (discount or free shipping)

- Final email with urgency

Benchmark: 2-5% placed order rate. Even modest recovery rates are highly profitable because these are existing customers.

6. VIP / Loyalty

Trigger: Customer reaches a spend or order count threshold

Goal: Reward and retain your most valuable customers

Your top 10-20% of customers typically drive 40-60% of revenue. Treat them accordingly.

Structure: Ongoing flow that triggers at defined thresholds.

- Welcome to VIP status

- Exclusive early access to new products or sales

- Birthday or anniversary rewards

- Referral program invitation

This flow isn't about discounting. It's about making your best customers feel valued so they keep coming back.

Benchmark: Higher AOV and purchase frequency vs non-VIP cohort.

7. Sunset / List Hygiene

Trigger: No email engagement in 90-120 days

Goal: Clean your list and protect deliverability

Sending to unengaged subscribers hurts your sender reputation and pushes more of your emails into spam folders for everyone, including your engaged customers.

Structure: 2-3 emails.

- "Still interested?" with a compelling reason to stay

- Final warning with a clear CTA to confirm subscription

- Suppress or remove if no engagement

This flow isn't glamorous but it directly improves the performance of every other flow and campaign you send.

Benchmark: Expect to suppress 5-15% of your list. Your open rates and deliverability will improve immediately.

8. Back in Stock

Trigger: Customer signed up for restock notification and product is available again

Goal: Capture demand from high-intent buyers

If you sell products that go in and out of stock, this flow is easy revenue. These people literally asked to be notified.

Structure: 1-2 emails. Immediate notification when restocked. Follow-up 24 hours later if they haven't purchased.

Benchmark: 10-20%+ conversion rate. This is your highest-converting flow by percentage.

How to Prioritise

If you're starting from scratch or rebuilding, launch in this order:

1. Welcome Series (highest volume)

2. Abandoned Cart (fastest revenue impact)

3. Post-Purchase (builds long-term LTV)

4. Browse Abandonment (catches mid-funnel)

5. Winback (recovers lapsed revenue)

6. Sunset (protects deliverability)

7. VIP (rewards best customers)

8. Back in Stock (captures demand)

The Bottom Line

These flows run 24/7 and generate revenue while you sleep. The difference between a store doing 10% of revenue from email and one doing 35%+ usually comes down to whether these flows are built properly, segmented correctly and optimised regularly.

If your clients' Klaviyo accounts are underperforming or half-built, that's exactly the kind of work we handle at AdMerge. We build, manage and optimise the full retention stack behind your agency's brand.